Adele says ‘Hello’ to most-viewed video

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After a musical hiatus, Adele’s lead single Hello galloped out of the gates with a massive start. Following typically-ravishing reviews and record breaking music video views, Adele’s latest powerhouse anthem bumped off Taylor Swift’s Bad Blood record of 22.1 million views in a day with an incredible 27.7 million YouTube visits in the first 24 hours of release, and 50 million within 48 hours.

Launching Hello during an ad break for the British X Factor, the audience hysterics (and intrigue) started immediately. And the conversation continued, with Kate Hudson and Katy Perry adding their names to a celebrity celebration of the ex-touchstone anthem. Adele may not use ‘traditional’ marketing- shunning arena tours, festival headline slots and refusing commercial licensing of her music- but she benefits enormously from social media parodies, memes, and fan covers, many of which have earned hundreds of millions of YouTube views themselves (good luck treading through those!)

And now, it has been announced that Hello is the latest song to enter the YouTube “1 Billion Club”, joining Katy Perry’s Roar, Tay-Tay’s Blank Space, and Psy’s Gangnam Style, which was the first to reach the milestone.

Read more about the record-breaking Hello video clip here, and check out how social media drove the record here.

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